Design and implement a best-in-class CRM system -- 2

BUSINESS CONTEXT & STRATEGIC OBJECTIVES COMPANY operates a complex FoodService & Retail distribution model with: Direct salesforce (Sales Reps, KAMs, RSMs) High SKU complexity (fresh, frozen, ambient, imported) Variable pricing and customer-specific conditions (CPPA, Groups, Future Log, and small independents) Strong reliance on exclusive brands, relationships, service quality, and trust Increasing ambition to move from reactive selling → proactive, insightdriven selling CRM must enable: Customer sales insights Revenue growth Gross Profit protection Forecast reliability Sales productivity Marketing effectiveness Customer Lifetime Value maximization

Project ID: 40254463